the power of broadcast media in michigan - 2019 · 2019-11-14 · the power of broadcast media in...
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1Copyright © 2018 The Nielsen Company
THE POWER OF
BROADCAST MEDIA
IN MICHIGAN - 2019
MICHIGAN ASSOCIATION OF BROADCASTERS
Presented by:
Arica McKinnon
VP, Media Analytics
THE POWER OF BROADCAST
MEDIA IN MICHIGAN
• TV AND RADIO PLAY A
MAJOR ROLE IN OUR LIVES
• BENEFITS OF BROADCAST
OVER OTHER MEDIA
• POLITICAL ADVERTISING
WINS WITH TV AND RADIO
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98% USE BROADCAST TV & RADIO EACH WEEK
7,594,478 OUT OF 7,781,521 ADULTS IN THE STATE OF MICHIGAN
Source: Nielsen Scarborough R2 2018, State of Michigan, P18+
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PEOPLE USE TELEVISION NEARLY EVERY DAY
AVG DAYS PER WEEK WITH USAGE (AMONG USERS) IN MICHIGAN
ADULTS 18-34
WATCH
ADULTS 55+
WATCH
DAYS PER
WEEK
DAYS PER
WEEK
DAYS PER
WEEK
3.5
4.8
6.0
• Source: Nielsen NPOWER for State of Michigan, Segment Avg Days Tuned per Week1/31/2019 – 2/27/20194
ADULTS 25-54
WATCH
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PEOPLE USE RADIO NEARLY EVERY DAY
AVG HOURS PER WEEK WITH USAGE (AMONG USERS) IN MICHIGAN
ADULTS 25-54
LISTEN
ADULTS 55+
LISTEN
HOURS
PER
WEEK
• Source: Nielsen Fall 2018 NRD State of Michigan / M-Su 6a-6a / Daily Cume X7 Divided by WeeklyCume 5
ADULTS 18-34
LISTEN10:00
12:15
13:15
HOURS
PER
WEEK
HOURS
PER
WEEK
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4:32 1:47
0:07
0:18
2:56Q4 2018
LIVE TV
DVD/BLU RAY
INTERNET ON A PC
TIME-SHIFTED
GAME CONSOLE
APP/WEB ON A SMARTPHONE
AM/FM RADIO
MULTIMEDIA DEVICE
APP/WEB ON A TABLET
TIME SPENT PER DAY WITH MEDIA IN MICHIGAN
BASED ON MICHIGAN ADULTS 18+
Source: Live TV, Timeshifted TV, 1/31/2019 – 2/27/2019 via Nielsen NPOWER for the State of
Michigan, Nielsen Fall 2018 NRD State of Michigan (M-Su 6a-6a Weekly TSL divided by 7 days)
Q4 ‘18 Total Audience Report Multimedia Device = Apple TV, Roku, Chromecast, etc., Smartphone & Tablet use only includes app/web activity, DVD, Game Console, Multimedia
Devices, PC, Smartphone and Tablet
7 HOURS ARE SPENT
WITH RADIO & TV EACH DAY
0:41
0:33
0:32 0:50
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IT’S CALLED “MASS MEDIA” FOR A REASON
The average person in Michigan consumes 85 hours of content each week
across TV, radio and online. 49 hours are spent with TV and Radio each week.
36.5 12.0
HRS HRSLive+7 AM/FM
TV Radio
3.7
HRSInternet
on a PC*
0.9
HRSDVD/
Blu Ray
2.1
HRSGame
Console
3.9
HRSMultimedia
Device
5.8
HRSApp/Web
Tablet*
20.5
HRSApp/Web
Smartphone*
57% OF ALL MEDIA TIME SPENT GOES TO TV AND RADIO
Source: Live TV, Timeshifted TV, DVD, Game Consoles, Multimedia Devices 1/31/2019 – 2/27/2019 via Nielsen NPOWER for the State of
Michigan Nielsen Fall 2018 NRD State of Michigan / M-Su 6a-6a WeeklyTSL
Q4 ‘18 Total Audience Report *PC, Smartphone and Tablet are national averages Multimedia Device = Apple TV, Roku, Chromecast, etc.,
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WOMEN AND MEN SPEND MULTIPLE HOURS WITH
TV AND RADIO EACH WEEK
WEEKLY TIME SPENT (HH:MM) BY GENDER IN MICHIGAN
WOMEN MEN DEMO WOMEN MEN
39:48 33:02 18+ 11:30 13:45
18:36 11:30 18-34 9:15 10:30
25:49 19:18 18-49 10:15 12:15
30:55 24:55 25-54 11:15 13:45
40:11 35:41 35-64 12:45 15:45
55:20 50:16 55+ 12:30 15:00
Source: Nielsen NPower, Feb'19 Live +7 viewing by demo in Michigan (M-Su 6a-6a)
Nielsen Fall 2018 NRD, State of Michigan, Mon-Sun 6a-6a, Weekly Time Spent Listening
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53%
49%
50% 50%
49%
49%
48%
47%
46%
47%
50%
55% 6
1% 63%
64%
64%
64%
64%
64%
64%
65%
66%
67%
58%
38%
44%
41%
38%
38%
37%
38%
36%
37%
36%
32%
27% 18%
12%
9% 7% 7%
6%
6%
7%
8%
9%
12%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6A 7A 8A 9A 10A11A12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P12A 1A 2A 3A 4A 5A
WEEKDAY (M-F) MICHIGAN MEDIA USAGE: P18+
TV Source: Nielsen NPower for State of Michigan, M-F Average Audience for P18+ / Multimedia Device = Apple TV, Roku, Chromecast, etc.,
Audio Source: Nielsen Fall 2018 NRD for State of Michigan M-F AQH persons 18+
Radio Live TV DVR Game Console Multimedia Device DVD/Blu-Ray
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LIVE TV REPRESENTS THE MAJORITY OF TV USAGE
Percent Distribution ofTotal Television Usage
Nielsen NPOWER for the State of Michigan Feb 2018 vs Feb 2019. Multimedia Device = Apple TV, Roku, Chromecast, etc..
Total Use of Television (TUT) for Persons 2+,
Live TV Time-Shifting DVD/Blu-Ray Video Game Multimedia Device
2018 2019
Live TV
74%Live TV
70%
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BROADCAST ONLY VIEWERSHIP
REIGNS IN MICHIGAN
TV Households Broadcast Only Broadcast Only
DMA Rank
Alpena 15.7% 125
Detroit 18.1% 83
Flint-Saginaw 17.1% 102
Grand Rapids 16.8% 108
Lansing 20.5% 59
Marquette 12.5% 167
Traverse City–Cadillac 15.7% 125
Avg all 210 DMA’s 17.2%
Source: Nielsen 2018-2019 Universe Estimates, Nov 2018, Media Related TV Households and Penetrations by DMA
Lansing ranks #59 among all 210 DMAs for Broadcast Only Penetration
Detroit ranks #83 among all 210 DMAs for Broadcast Only Penetration
Flint-Saginaw ranks #102 among all 210 DMAs for Broadcast Only Penetration
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MILLENNIALS MAKE UP THE LARGEST GROUP OF
RADIO USERS IN MICHIGAN
12Source: Nielsen Fall NRD 2018, State of Michigan, Mon-Sun 6a-6a, Weekly CumeAudience
ADULTS 18-34 ADULTS 35-49 ADULTS 50-64
1,926,500use radio each week
1,588,600use radio each week
1,868,300use radio each week
Source: Nielsen Fall 2018 NRD State of Michigan, Adults 18-64, M-Su 6a-12M, Employed = F/T + P/T Employed
76% OF MICHIGAN RADIO LISTENERS
ARE IN THE WORK-FORCE
FULL TIME EMPLOYED LISTEN
1.75 HOURS LONGER PER
WEEK THAN THE NOT EMPLOYED
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THE POWER OF BROADCAST
MEDIA IN MICHIGAN
• TV AND RADIO PLAY A
MAJOR ROLE IN OUR LIVES
• BENEFITS OF BROADCAST
OVER OTHER MEDIA
• POLITICAL ADVERTISING
WINS WITH TV AND RADIO
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MICHIGAN BROADCAST TV REACHES MORE
ADULTS IN A DAY THAN YOUTUBE/NETFLIX
REACHES IN A MONTH
TV Source: Nielsen NPOWER, State of Michigan, P18+ Reach Projection for Feb 2019
Nielsen Scarborough USA+ R2 2018, Used You Tube/Netflix in past month, State of Michigan, P18+
5,020,060Adults 18+
PER DAY
N3,068,613
Adults 18+
PER MONTH
You
Tube
3,374,619Adults 18+
PER MONTH
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IN THE AUDIO LANDSCAPE, ONLY AM/FM RADIO
CAN DELIVER THE SCALE ADVERTISERS NEED
Percentage of users in Michigan during a given week by demo group
AM/FM Radio Pandora Spotify Satellite
85% 90% 90%
41%38%
30%29%
18%
10%11%
18%20%
P18-34 P25-54 P35-64
Source: Nielsen Fall 2018 NRD, State of Michigan, Mon-Sun 6a-6a, Weekly Cume Audience, Avg. Weekly Cume % for all radio
stations Nielsen Scarborough USA+ R2 2018, Used Pandora/Spotify/Satellite in past week, State of Michigan,P18+
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SOCIAL MEDIA IS GREAT
Time spent with social media is rising, but advertising has little impact
Source: Nielsen Scarborough USA+ R2 2018, State of Michigan,P18+
2018
Average daily time spent
among social media users
(hh:mm)6.9% OF MICHIGAN HAS CLICKED ON AN AD ON SOCIAL MEDIA
Social networking activities you did in the past 30 days MICHIGAN
Visit a friend's profile/page 27.6%
Comment on a friend's post 25.2%
Sent a message or e-mail 24.2%
Post picture(s) 23.9%
Posted that you "Like" something 22.5%
Watched a video 21.2%
Update your status 15.2%
Update your profile 10.6%
Play a game 10.2%
Follow or become a "fan of" something or someone 9.5%
Use IM 9.2%
Post video(s) 8.9%
Clicked on an advertisement 6.9%
Post a website link 6.9%
Posted your current location 6.3%
Invited people to an event 4.7%
1:41
2017 1:36
1:242016
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NEWSPAPER READERSHIP CONTINUES TO
SHRINK ACROSS LARGE & SMALL MARKETS
WEEKLY REACH% OF 18+ POPULATION
Source: Nielsen Scarborough USA+ R2 2018, P18+, Any Daily or Sunday Printed Edition 7-Day Readership, P18+, County Size A, B and C+D
44.6%46.0%
43.0%42.0%43.1%
39.0%39.0% 39.1%36.9%36.3% 36.8%
34.5%33.3% 33.3%
31.5%
URBAN SUBURBAN RURAL
2014 2015 2016 2017 2018
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LOCAL BROADCAST TV NEWS ATTRACTS THE
LARGEST AUDIENCE FOR LOCAL INFORMATION IN
MICHIGAN
Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18+ * Use Social Media for local info
58%
31% 32%
12%
LOCAL TV NEWS SOCIAL* NEWSPAPER YELLOW PAGES
% OF 18+ POPULATION
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WHEN IT COMES TO NEWS, NOTHING BEATS LOCAL
TOTAL WEEKLY VIEWERS IN THE STATE OF MICHIGAN
Source: Nielsen NLTV, Feb ‘19 Sweep, Geographies: Alpena, Marquette, Grand Rapids, Flint-Saginaw, Lansing, Detroit, Traverse City-Cadillac, DMAs, Avg Weekly
Reach Impressions,P18+
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LOCAL TV NEWS
1,576,374CABLE NEWS
590,922
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100% OF THE TOP SHOWS IN MICHIGAN
WERE ON BROADCAST TELEVISION
Program
Rank
Broadcast
Stations
Cable
Networks Total
1-25 25 0 25
26-50 25 0 25
51-75 25 0 25
76-100 25 0 25
Total 25 0 100
Percent 100% 0% 100%
Source: NPOWER, P25-54 Ranked on Live+7 Rating Feb ‘19 Geography: State of Michigan (Regional/Local cable sports networksexcluded)
BROADCAST TV CONTINUES TO PROVIDE THE
MOST VALUABLE AUDIENCE FOR ADVERTISERS
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AM/FM RADIO COMMANDS IN-CAR LISTENING
Radio continues to be the #1 source of entertainment when people are
driving or riding in an automobile
8%
19%
22%
40%
56%
IN DASH Application
Satellite
CD
Connected Device
AM/FM RADIO
HOW WE TYPICALLY LISTEN TO MUSIC IN THECAR
Source: 2019 Nielsen Music 360 Study Base: Listens to music while in a car (2975)
Thinking about the past 12 months, how do you typically listen to music while in a car?Note: Multiple answers accepted
6,108,200 (or 71%)USE RADIO AWAY FROM
HOME DURING
COMMUTING HOURS
Source: Nielsen Fall 2018 NRD, State of Michigan, Weekly Cume, Mon-Sun 6a-10a + 3p-7p, Out of Home, Persons 12+ 23
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DIGITAL MEDIA IS AN EXTENSION OF
BROADCAST MEDIA’S AUDIENCE
Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18-49 monthly usage; Radio station online (local or internet radio –
iHeartRadio, Radio.com. etc.,) , Local News
58%(or 2,304,508)
24
OF MICHIGAN
INTERNET USERS
LISTEN TO LOCAL
RADIO AND GATHER
LOCAL NEWS
ONLINE
THE POWER OF BROADCAST
MEDIA IN MICHIGAN
• TV AND RADIO PLAY A
MAJOR ROLE IN OUR LIVES
• BENEFITS OF BROADCAST
OVER OTHER MEDIA
• POLITICAL ADVERTISING
WINS WITH TV AND RADIO
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TRADITIONAL MEDIA REACHES THE MOST
DEMOCRATS AND REPUBLICANS IN MICHIGAN
WEEKLY REACH%
Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18+ / Self-Reported Democrats & Republicans
DEMOCRAT REPUBLICAN
89% 87%
52%
7%
TV RADIO PRINT E- EDITION
84%88%
34%
5%
TV RADIO PRINT E- EDITION
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IT’S THE VOTERS THAT MATTER,
ESPECIALLY IN MICHIGAN
Source: Nielsen Scarborough USA+ R2 2018, State of Michigan, P18+ Base: Registered to Vote in District of Residence
15%
30%
55%
15%
33%
53%
NEVER
SOMETIMES
ALWAYS
MICHIGAN
Total US
29%
33%
38%
26%
38%
36%
NEVER
SOMETIMES
ALWAYS
MICHIGANTotal US
HOW FREQUENTLY DO YOU VOTE IN ELECTIONS?
STATEWIDE ELECTIONS
LOCAL ELECTIONS
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SOURCING
• TV Data: Nielsen Npower, State of Michigan, Feb ‘19 average intab
count:1,979
• Radio Data: Nielsen NRD, State of Michigan: 8,868 in-tab diaries, Fall 2018;
PPM data, Detroit Metro: 1,850 unique panelists
• National Scarborough Data: Scarborough USA+ 2018 Release 2,
12-month Intab: 212,257 National; 7,671 State of Michigan
Sample sizes of various data used in this report:
29Copyright © 2018 The Nielsen Company
THIS PRESENTATION IS MADE AVAILABLE TO MEMBERS OF THE
Michigan Association of Broadcasters
THANK YOU FOR YOUR SUPPORT
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